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Haoshunjing coarse cereals series products
Promotion plan scheme
Author: cold light
July 5(th), 2008
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I. Estimated time to market
August 5(th), 2008
Second, the background
? 1, the market share is uncertain;
? 2. All target sales areas are blank markets;
? 3. The product caters to the green, healthy, delicious, convenient and fashionable consumption habits of modern consumption;
? 4. Limitations of the product.
Third, the market situation analysis
1, the uniqueness of brand products determines the speed of brand building and the competitive environment without similar products.
? 2. The industry belongs to the agricultural and sideline products processing industry with low technical content, and the entry threshold is low. Only by quickly occupying the market and establishing a brand can we effectively resist the malicious competition of local small workshops in the later period.
? 3. Under the condition that the company's resources and management system are not perfect, it will have great advantages in speed and effect to create a bright market and drive the surrounding markets.
? 4. The limitations of products limit the sales channels of products, and the limitations of sales channels limit the sales of products. Early market entry is mainly to guide and establish brands, and the key channels are special links (hotels, company canteens, school canteens, Internet cafes, etc.). ), and the conventional channels are mainly B, C chains and KA terminals.
Fourth, the annual sales target and decomposition
1, and the remittance reached 39.2 million; Annual sales remittance amount?
2. Customer development has reached 200; Benign circulation sales, customers with monthly sales of not less than 654.38+ 10,000.
3. The number of the first brand market reaches 100. The market special channel distribution rate is above 50%, and the target regular channel distribution rate is above 80%.
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Project objectives
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August
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September
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10 month
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1 1 month
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65438+ February
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65438+ October
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February
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March
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April
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May
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June
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July
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total
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Collection (ten thousand)
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60
?
90
?
150
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2 10
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240
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300
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360
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420
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450
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5 10
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540
?
600
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3930
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Customer development (unit)
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20
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30
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50
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100
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150
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200
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200
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Brand building (unit)
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10
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30
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60
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?
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100
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100
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2, the expected task target decomposition in 2008:
From August 1 2008 to July 30, 2009, the sales of miscellaneous grains rice and miscellaneous grains sausage are planned to be 39.3 million yuan. Since this period is actually only 1 1 month, which also includes product research, price positioning, personnel recruitment, listing, marketing and transportation, and consumer recognition and acceptance, the planned sales this year is 0.3933. Breakdown of specific regional and monthly targets (see the figure below): Unit: 10,000 yuan.
Month/Total/Proportion Region/Total/Proportion
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August
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September
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10 month
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1 1 month
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65438+ February
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65438+ October
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February
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March
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April
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May
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June
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July
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Central China
?
12
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18
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30
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Forty two.
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48
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60
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Seventy two
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84
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90
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102
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108
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120
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Eastern China
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18
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27
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45
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63
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Seventy two
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90
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108
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126
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135
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153
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162
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180
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North China
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six
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nine
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15
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2 1
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24
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30
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36
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Forty two.
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45
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5 1
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54
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60
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southwestward
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12
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18
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30
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Forty two.
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48
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60
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Seventy two
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84
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90
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102
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108
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120
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South China
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12
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18
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30
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Forty two.
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48
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60
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Seventy two
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84
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90
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102
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108
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120
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Total ten thousand yuan
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60
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90
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150
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2 10
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240
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300
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360
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420
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450
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5 10
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540
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600
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Accumulate? proportion
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1.5%
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2.2%
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3.8%
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5.3%
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6. 1%
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7.6%
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9. 1%
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10.6%
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1 1.4%
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12.9%
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13.7%
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3930
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Fifth, promote urbanization in stages.
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1. According to the scale and resources of the existing companies, as well as the strategic cities with advantages or not outstanding advantages compared with competing products, 20 cities in five regions are selected as the central promotion cities in China:
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Focus on developing markets
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Central China
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East China
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North China
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southwest
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South China region
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August -65438+ 10 month (Phase I)
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Zhengzhou, Wuhan, Changsha and Nanchang
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Jinan, Nanjing, Hangzhou, Hefei, Xuzhou and Fuzhou
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Shijiazhuang, Taiyuan
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Chengdu, Chongqing, Kunming and Guiyang
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Guangzhou, Shenzhen, Nanning, Haikou
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1 1-2009 1 month (Phase II)
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Luoyang, Kaifeng, Xiangfan, Yichang, Hengyang, Changde, Jiujiang and yingtan.
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Qingdao, Liaocheng, Lianyungang, Suzhou, Ningbo, Wenzhou, Shanghai, Xiamen, Wuhu and Huainan.
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Baoding, Tangshan, Qinhuangdao, Linfen, Yuncheng and Tianjin
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Yibin, Panzhihua, Qujing, Simao, Zunyi and Liupanshui
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Dongguan, Zhuhai, Shantou, Guilin, Sanya
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February to July (Phase III)
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comment
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Central China
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Huangshi, Huanggang, Xiaogan, Shiyan, Jingmen, Jingzhou, Shien, Xinyang, Zhumadian, Nanyang, Pingdingshan, Luohe, Zhoukou, Xuchang, Shangqiu, Sanmenxia, Jiaozuo, Xinxiang, Puyang, Hebi, Anyang, Jiyuan, Yulin, Yan 'an, Tongchuan, Weinan, Xianyang, Xi, Baoji, Hanzhong, Zhangjiajie and Yueyang.
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Major city
(38)
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East China
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Yantai, Weihai, Rizhao, Linyi, Zaozhuang, Jining, Taian, Binzhou, Laiwu, Zibo, Weifang, Dongying, Dezhou, Heze, Suqian, Huai 'an, Yancheng, Taizhou, Yangzhou, Zhenjiang, Changzhou, Wuxi, Suzhou, Nantong, Jinhua, Lishui, Taizhou, Shaoxing, Huaibei, Suzhou and Bengbu.
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Major city
(37)
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North China
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Beijing, Shunyi, Huairou, Tongxian, Changping, Daxing, Fangshan, Miyun, Yanqing, Mentougou, Xingtai, Handan, Hengshui, Cangzhou, Zhangjiakou, Xinzhou, Chengde, Zhuozhou, Langfang, Datong, Shuozhou, Jinzhong, Taiyuan, Yangquan, Linfen, Jincheng, Yuncheng, Tianjin, Tanggu, Dagang and Baodi.
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Major city
( 19)
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southwestward
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Dali, Yulin? , Qujing, Xialong, Anshun, Kaili
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Major city
(6)
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South China region
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Jingdezhen, Shangrao, Pingxiang, Ganzhou, Foshan, Zhongshan, Shantou, Shaoguan, Zhanjiang, Guilin, Liuzhou and Beihai.
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Major city
( 12)
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Total number of major promotion markets in the whole year
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167
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Note: There are 67 key promotion cities/kloc-0, of which the first brand city 100 will be built before the end of July.
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Sixth, the establishment of access mode.
1. Generally, the distributor channel mode is adopted:
Requirements: Distributors must have comprehensive strengths such as network, manpower and material resources, have the ability to operate our products, and must attach importance to the operation of our products (follow up the development standards of distributors).
Does the company office help to sell the unit market? Divide dealers by channel
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Distribution of hotel departments? Modern channel dealer small terminal dealer
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Seven. Promotion steps
time
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content
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Mainly responsible for
unit
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Involve expenses
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mode of payment
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comment
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Before July 25th.
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Establish sales personnel and sales management systems and systems in various provinces.
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Each sales area
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Personnel recruitment fee
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Company direct payment
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Before 8/ 10
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First, the determination of dealers.
Formulate dealer development standards and sales policies.
Second, establish investment promotion work in each sales area, start terminal marketing work, select key market highlights, and establish direct sales teams. During the two festivals, Shang Chao will carry out indoor and outdoor promotion activities.
Three. (Construction of shape recognition system) Make complete' POP', corporate brochure, promotional items, all kinds of promotional items (including paper towels, small light bulb buttons, small alarm clocks, MP4, couples cup sets, etc. ) for Jing Shun products.
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Main sales areas (first stage)
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1, entrance fee
Personnel shopping guide fee
Personnel recruitment fee
Promotion fee
2. Hotel table mats, tablecloths, table cards, 100 sets of promotional tables and cabinets, 2008 sets of lovers cups, MP4? 38 sets, 120 sets of promotional clothing * * * 6-65438+ 10,000 yuan.
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1, with the goods
2. Direct payment by the company
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Before 8/ 15
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Assist the sales assistant to complete the training of in-depth distribution and other related sales skills, complete the training and contract signing of key end customers, decompose quarterly or annual sales tasks, require key customers to complete them on a monthly basis, and reward them for completing the tasks. The reward standard depends on the overall sales policy and the current month's policy.
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Each sales area
(second stage)
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Monthly rebate
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Dealer payment
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on an agreement
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8/20
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Promotion cost support
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Army general command
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Need to decide or solve
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material object
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The first step in promotion
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8/25
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East China and Southwest China have completed the operation of entering the market, entering stores and selling Internet cafes.
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Sales areas in East China and Southwest China
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1.？ Registration fee:
2.？ Box-making during the ordering meeting is used as a tasting.
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1. Registration fee:
? Physical object;
2. Taste the product:
Physical object;
3. Market cost: cash.
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9/ 1
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Central China, South China and North China have completed the operation of entering the market, entering stores and selling Internet cafes.
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Central China, South China and North China sales regions
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1/ 10
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1. After Shang Chao enters the store, she will give away gifts outside KA store three times every Friday, Saturday and Sunday. 2 promoters outside the store, in-store 1. 800 stores, each store is required to have at least 8 SKUs and at least 3 levels. Three months.
2. Complete the placement of the entrance and display shelf of Shangchao C/D store, which will be provided by the headquarters.
3. Except for the central city, other general key cities have completed the first step of market laying, and the distribution rate is required to be above 65%. Each store will be given 2 POP2, and each city will support the market paving fee of 15 people 15 days.
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Each sales area
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1. Sponsor's salary:
Promotion venue fee:
2. Shop personnel costs
Vivid display fee for all retail terminals:
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The car fee is paid by the dealer.
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1/ 15
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Central key cities have completed market laying, and the market laying rate has reached more than 80%.
Place of delivery:
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city
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Shijiazhuang, Taiyuan, Tianjin, Tangshan, Qinhuangdao and Baoding
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Nanjing, Hangzhou, Xuzhou, Fuzhou, Hefei, Qingdao, Lianyungang, Xiamen, Ningbo and Suzhou.
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Chengdu, Chongqing, Kunming and Guiyang
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Zhengzhou, Wuhan, Changsha and Nanchang,
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Guangzhou, Shenzhen, Nanning, Haikou, Dongguan, Zhuhai, Shantou, Guilin and Sanya.
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Each sales area
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1/ 15
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Strengthen the distribution rate of small selling points to exceed 95%, focus on nail households, distribute the demand in depth, ask the sales staff to visit according to the specified frequency, time and content, and re-evaluate the level of each terminal point during the visit.
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Each sales area
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At important intersections, salesmen should have the consciousness of spending money to consume products, so as to drive the business volume of terminal sales points.
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2/ 1
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During this period, we will develop and control the wholesale channels and township networks of conventional products.
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Major markets in the first stage
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Cost to be determined
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3/ 10
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Consolidate the market, analyze the data, strengthen the maintenance of key terminals, and ensure that small terminals are shipped several times. In addition, the organization of Shang Chao channel miscellaneous grain products miscellaneous grain day, miscellaneous grain week and other activities.
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Each sales area
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Cost to be determined
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The second step of promotion
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3/ 12
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The second batch of merchant incentive policies.
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Each sales area
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The specific cost is to be determined
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material object
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Attachment: sample of draft contract
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3/ 15
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The top three distributors of pet drinks in various regions, the prizes are business communication or computer cars.
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Each sales area
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Cost to be determined
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Vehicles and goods
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3/ 18
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Sales reward and summary for each salesperson.
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Each sales area
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Cost to be determined
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In kind, in cash
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3/22
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1, prepare for the spring sugar and wine party, and enter the comprehensive investment promotion period later.
2. Constantly improve the sales management system, do a good job in cost control and follow-up work related to market development, and constantly modify the plan to ensure the completion of the planned tasks.
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Used in different areas
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cash
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Total cost (ten thousand yuan):? Ten thousand yuan (actual value:? Ten thousand yuan)
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In which: cash:? Ten thousand yuan; Acceptance: 10000 yuan;
Arrival: ten thousand yuan (physical value: ten thousand yuan);
In kind: 10,000 yuan (actual value: 10,000 yuan)
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Input-output ratio:
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